摘 要：如果说互联网技术改变了媒介的生产模式和运作方式，那么微博的诞生便打开了政务管理新世界的大门。中国在微博上进行政务管理实践的探索使得我国政务文明与民主化程度开启了新的篇章。引领政务在微博上探索的第一家微博出现于2009年，在此之后政务微博在全国各地的开通风靡一时。微博政务管理自上而下与自下而上的融合颠覆地打破了政府与民众之间难以逾越的鸿沟，也成为政府自我形象整饬和维护日常关系的新渠道，这对于处于转型期社会矛盾频发的中国有了一定程度的积极作用。“淮安发布”作为江苏省淮安市的主流政务微博，占据着淮安市政务微博的头把交椅，并且对地方政府形象塑造产生了潜移默化的影响。但是在日常运营过程中，“淮安发布”存在着一些诸如微博中网络语言过于频繁轻浮弱化政务微博公信力、形式大于应用并且缺乏与公众互动机制，二次加工过多缺乏原创性等一些不足和问题，这导致了地方政府形象塑造大打折扣甚至产生了一些负面作用。当下政务微博存在的弊端需要管理人员对微博日常运营进行不断总结并进行自我反思，增加原创力度，形成一整套先进的现代化政务微博管理手段，助推地方政府形象的塑造与建构。94295

毕业论文关键词：政务微博，政府形象，淮安发布

Abstract: If the Internet technology to change the media production mode and mode of operation, then the birth of microblogging opened the door to the new world of government management。 The characteristics of microblogging makes the process of democratization of government administration in China to a new level。 The beginning of China's government microblogging originated in 2009, the birth of the national government microblogging showing a blowout landscape。 Microblogging government management from top to bottom and bottom-up integration subversively broke the government and the people between the insurmountable gap, has become the government self-image straightening and maintenance of daily relations of new channels, which is currently in contradiction Of the high-risk society has a significant impact。 "Huai'an release" as the mainstream of Huai'an City, Jiangsu Province, the government microblogging, occupy the top spot in Huai'an City government microblogging, and the local government image to create a subtle influence。 However, in the course of daily operation, "Huai'an release" there are some such as microblogging network language is too frequent frivolous weakened government microblogging credibility, the form is greater than the application and lack of interaction with the public mechanism, the lack of secondary processing of some lack of origin And the problem, which led to the local government image to shape the discount or even had some negative effects。 The shortcomings of the current government microblogging management needs microblogging daily operations continue to sum up and self-reflection, increase the original strength, the formation of a set of advanced modern government microblogging management tools to boost the local government image of the shape and construction。源C于H优J尔W论R文M网WwW.youeRw.com 原文+QQ752-018766

Keywords: Government affairs micro,Government's image,Huai'an released

目  录

一、引言 4

二、文献综述 4

三、政务微博概述 6

（一）政务微博的定义 6

（二）政务微博的传播特点 6

四、地方政务微博对地方政府形象塑造的意义